June 16, 2010 09:00 ET

Golf Season Is in Full Swing: NetBase Brand Passion Index Reveals Golfers' Favorite Brands

Callaway Feels the Love by a Long Shot

MOUNTAIN VIEW, CA--(Marketwire - June 16, 2010) - NetBase, the Insight Discovery company, today announced the latest Brand Passion Index, which measures consumer passion for brands expressed via social media. With golf season in full swing, the US Open Championship beginning in Pebble Beach later this week, and Father's Day around the corner, the Index used the NetBase ConsumerBase tool to surface the emotions and passion levels associated with some of the biggest brands in golf: Callaway, TaylorMade, Wilson, Nike Golf and Titleist.

So, when they're putting for birdie, which golf-gear brands do consumers love most? The NetBase Brand Passion Index reveals that consumers absolutely love their Callaway and really love to talk about the x-22 irons in particular. While Nike Golf and Callaway are the subject of an equal amount of chatter, Nike gets all the "like" and Callaway gets all the "love." Nike's association with Tiger Woods does not appear to impact the passion level for the Nike Golf brand. In fact, golfers express little hate toward any of the major brands (contrast that to last month's Index findings about Walmart). Titleist gets the least amount of love, due to an abundance of "like only" chatter, and TaylorMade and Wilson fall in between. All in all, results to keep in mind when shopping for Father's Day (Sunday, June 20).

To generate the Index, ConsumerBase reads online conversations and extracts the meaning while capturing the intensity of emotions that consumers express about a brand. The combination of passion intensity and amount of chatter determines the consumer emotional involvement level in each brand.

The following excerpts from the last 12 months of social media chatter capture the passion that consumers feel about the most loved brand, Callaway:

"I absolutely love Callaway."

"I'm loving my #Callaway X-22 Tour irons and FTiz Driver... heck... I love 'em all! Thanks @Callaway!"

"I personally love the Callaway gloves."

"78 today oh yeah!!!! i love my callaway x-22 irons!"

"My husband is a golfer and he loves the Callaway golf balls."

Nike Golf had a high "like" score, a result of a full spectrum of consumer chatter:

"@Country_Steve I just hate Nike full stop, How on earth did they get into golf? They are the rupert murdoch of sports gear."

"Can anyone recommend a decent golf ball... not too expensive, not too cheap?
I like the Nike Golf Power Distance Soft."

"I love my new Nike Method Putter!"

Each month, the index will analyze consumer passion for brands in various categories and will publish the results on the NetBase blog

For more information please visit:

NetBase's Blog
NetBase on Twitter
NetBase on Facebook

About NetBase
NetBase provides insight discovery tools that are changing the way people search. Its next-generation semantic technology reads sentences to surface insights from billions of sources in public and private online information. Patent-pending lenses provide context for search results and intelligently guide users to answers. NetBase solutions are assisting market researchers at Fortune 1,000 companies with netnography and social media understanding and enabling science, technology and medical (STM) publishers to enrich their documents for researchers. Five of the top ten consumer packaged goods companies, including Procter & Gamble and Coke, and two of the top three STM publishers, including Reed Elsevier, are using NetBase to find answers faster. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit:

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